Here is a great video of Mike Monello from Campfire speaking at the Power to the Pixel conference. You can find the presentation here.
I've re-watched the last 5 minutes of this video a few times because I love the words and wanted to capture them as close as I could. Don't get caught up in the technology, social platforms or temporary gadgets. When thinking about Transmedia you need to set up a universal framework for the story that connects emotionally and delights us.
Story rules and using the audience as characters goes a long way. This is what people share with other people, the experiences that they felt themselves.